Destination Image, COVID-19 Perceived Risk and Intention to Travel: Malaysian Case

Authors

  • Jeetesh Kumar School of Hospitality, Tourism and Events; Centre for Research and Innovation in Tourism (CRiT) Faculty of Social Sciences and Leisure Management; Taylor’s University
  • Shameem Shagirbasha Great Lakes Institute of Management Dr. Bala V Balachandar Campus, East Coast Road, Manamai, India
  • Rupam Konar School of Hospitality, Tourism and Events; Centre for Research and Innovation in Tourism (CRiT) Faculty of Social Sciences and Leisure Management; Taylor’s University, Malaysia

Abstract

The current study aims to analyse the impact of destination image and perceived risk on tourists’ intention to travel to urban cities of Malaysia during the covid19 pandemic. The study addresses the effects of risk and destination image on the perception of destination risk and how the perceptions of destination risk impact travel during the covid-19 pandemic by utilising the planned behaviour theory. A total of 237 respondents participated in the current study. Warppls (7.0), a variancebased structural equation modelling (sem) software, was used to test the research model. The empirical results offer exciting insights into urban tourism services on important factors to consider while designing safety measures and practical actions to restore urban tourism. The study offers novel findings. First, the study empirically revealed the travel intentions of tourists travelling to Malaysia during the coronavirus situation. Second, the study’s findings exposed quantifiable insights to make Malaysia a preferable tourist destination.


Keywords: covid-19, destination image, perceived risk, intention to travel, theory of planned behaviour, Malaysia

Author Biographies

Jeetesh Kumar, School of Hospitality, Tourism and Events; Centre for Research and Innovation in Tourism (CRiT) Faculty of Social Sciences and Leisure Management; Taylor’s University

Dr. Jeetesh Kumar is a Senior Lecturer at the School of Hospitality, Tourism and Events; Associate Director for Information Management & Documentation at the Centre for Research and Innovation in Tourism (CRiT), Taylor’s University, Malaysia.

Shameem Shagirbasha, Great Lakes Institute of Management Dr. Bala V Balachandar Campus, East Coast Road, Manamai, India

Associate Professor

Great Lakes Institute of Management

Dr. Bala V Balachandar Campus, East Coast Road, Manamai,

Tirukazhukundram Taluk, Tamil Nadu, India 

Rupam Konar, School of Hospitality, Tourism and Events; Centre for Research and Innovation in Tourism (CRiT) Faculty of Social Sciences and Leisure Management; Taylor’s University, Malaysia

Senior Lecturer

School of Hospitality, Tourism and Events; Centre for Research and Innovation in Tourism (CRiT)

Faculty of Social Sciences and Leisure Management; Taylor’s University

No. 1 Jalan Taylor’s, Subang Jaya – 47500, Selangor, Malaysia

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Published

2023-08-31

How to Cite

Kumar, J., Shagirbasha, S., & Konar, R. (2023). Destination Image, COVID-19 Perceived Risk and Intention to Travel: Malaysian Case. Academica Turistica - Tourism and Innovation Journal, 16(2). Retrieved from https://academica.turistica.si/index.php/AT-TIJ/article/view/549

Issue

Vol. 16 No. 2 (2023): AT-TIJ

Section

Articles

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